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MARKET RESEARCH AGX (AUX) Consumer Market Research. In the early part of 2019, as part of its brand development strategy for the AGX Coin, the LODE Project commissioned the Lana Porter Group (lanaportergroup.com) to conduct qualitative research with target consumers in Vancouver, BC, Canada. The Lana Porter Group Inc. (LPG) was established in 2004 by Dr. Lana E. Porter. Dr. Porter and her team of researchers focus on consumer dynamics research offering an agile working style of a boutique firm alongside the global reach and capabilities of a multinational company. They have been focused on product market research for nearly two decades and provided LODE with key insights for future marketing of AGX and considerations for further product development efforts. While some of the material is now outdated, at the time, the primary objectives of the research included: •
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An exploration into consumers’ current relationship with money, as well as, financial institutions, products, and services. A gauge of the level of consumer familiarity with asset-backed currencies and cryptocurrencies in general.
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An assessment of the reactions to the overall AGX Currency proposition and identification of trial motivators and barriers. An evaluation of written marketing materials to identify compelling hot buttons that prompt consumer interest, and consideration, as well as any sticking-points or negative triggers that should be avoided. A side-by-side comparison of two creative directions, to identify the most compelling visual identity for the AGX brand.
